Kenedy put Chelsea ahead after just 39 seconds at Carrow Road and Diego Costa netted a controversial second on the stroke of half-time.Kenedy burst in from the left, dodged two challenges and fired into the far corner – his first Premier League goal.The 20-year-old Brazilian replaced the axed Baba Rahman at left-back, while Bertrand Traore was brought in by boss Guus Hiddink for his first league start for the Blues.There were also recalls for Oscar and Nemanja Matic, with Willian and John Mikel Obi dropping to the substitutes’ bench, where they are joined by Alexandre Pato, who was included in the matchday squad for the first time since his loan move.Traore might have made it 2-0 had he managed to control Eden Hazard’s pass, but his heavy touch simply nudged the ball into the arms of Norwich keeper John Ruddy, who was also able to tip over Cesc Fabregas’ free-kick.But the exciting Traore made amends by setting up Costa, who was in an offside position.The goal was allowed to stand after the Chelsea striker lifted the ball over Ruddy – his 10th goal in his last 14 matches.Chelsea, unbeaten in the league since Hiddink took over, have been well on top but were given a scare when Cameron Jerome headed over from Wes Hoolahan’s cross.And Jerome missed two glorious chances for the Canaries early in the second half.He volleyed wide from eight yards out after being found by Gary O’Neil’s cross and then contrived to volley against the top of the bar after Russell Martin had headed the ball back into the box.Chelsea: Courtois, Azpilicueta, Cahill, Ivanovic, Kenedy, Fabregas, Matic, Hazard, Oscar (Mikel 60), Traore (Willian 60), Costa.Subs: Begovic, Baba, Loftus-Cheek, Pato, Remy.Follow West London Sport on TwitterFind us on Facebook
Shooting day for night is a technique that has been around for ages, however many filmmakers make critical mistakes both during production and post that completely give away the effect.[Above image from Hejl on Flickr)For any of you that are hearing the term ‘day for night’ for the first time, I’ll take a moment here to explain exactly what that means. Essentially day for night shooting quite literally involves shooting a scene during the daytime that is supposed to be set at night in the context of the story. Most often it’s achieved by underexposing the image in camera, setting the white balance to a cooler setting, and color correcting the footage in post to sell the look.This technique is often used on smaller scale productions that don’t have massive lighting budgets, as it can become extremely costly to attempt to light a large night time exterior, and shooting day for night often allows for a much more efficient and inexpensive solution. That said, it isn’t all about cost either. Many large scale productions opt to shoot day for night for various creative reasons.When done well, the practice of shooting day for night can look really great and become almost completely unnoticeable (to the untrained eye at least), but the key lies in the execution. The truth of the matter unfortunately, is that most filmmakers attempting this look for the first time come up short as it can be a challenging task to handle.1. The talent was placed in front of the sunProbably the number one rule when shooting day for night is to be aware of where the sun is in relation to your talent. In order to really sell this effect, you need to get the sun light to behave light moonlight on camera, which involves placing your talent in front of the sun. Just like you would if you were shooting a person in the middle of the day, you want to use the sun as a backlight when shooting day for night so it creates a rim behind your talent. This is the first step in achieving a day for night look – if you were to shoot with the sun glaring down on your talents faces and creating harsh shadows, you would immediately be giving away the day for night look.2. You aren’t shooting at the right time of dayOn days with really harsh sunlight, it doesn’t matter where you place your talent – the sun may just be too strong. For example, if you place the sun behind your talent (with no diffusion) and the sun is blowing out their shoulders, it doesn’t matter how you try to color correct that shot later, it’s going to look funny. Another example would involve wide shots, where you might be revealing hard shadows on the ground or on walls that again are synonymous with sunlight. If either of these potential problems arise while shooting, your end result will suffer as the audience will read it as a day for night scene, or even worse they will assume it was shot at night with really poor lighting.Whenever possible, try to avoid shooting right in the middle of the day. Around noon is typically when the sun is at it’s highest point and will cause the most issues for you. If possible, aim to shoot later in the day when the sun is getting a bit lower so that you have more wiggle room while shooting.3. The exposure isn’t set rightShooting day for night means exposing your image as if it was actually shot at night, or in other words – underexposing. A very common issue that filmmakers run into when shooting day for night material is that they neglect to exposure their footage in a way that will allow them to later color correct their footage to help sell the effect. Put differently, they simply expose their image in the same way that they would in a daytime scene, and this can be hugely problematic when it comes time to color the shots.While there is a lot of work that can (and should) be done in post, in order to get the best possible results you need to be working with an image that was exposed intentionally for this type of look. I always recommend underexposing by at least one stop (sometimes even two or three, but use your discretion), so you are putting your levels in a place that is much closer to what real night time footage would look like. This way you don’t need to push things as drastically in post, and your final look will be far more organic.4. The white balance is offMost cameras don’t shoot raw (and rather shoot to a compressed codec like H264 or ProRes), which means that you really need to nail your white balance in camera when shooting day for night. Imagine you were to shoot a day for night scene with a daytime white balance applied (let’s say 5600K). When you get to the editing room and attempt to color correct the footage to actually look like night footage (likely bringing it closer to 3200K), you will have to push the colors around so far that the image may start to fall apart.Compressed codecs offer a finite level of color correction ability, so always make sure that you are white balancing to a cooler setting in camera so that you don’t force yourself to push things too far in post and completely degrade the image. Obviously codecs like ProRes will give you more wiggle room than H264, but as a general rule of thumb try to nail your white balance in camera as much as possible no matter what, to be on the safe side.5. Color correction is way offEven if you do everything right in production – expose your image properly, place the talent in front of the sun at an optimal point of the day, set your white balance accordingly, etc. your footage is still only as good as your color pass. The source footage that you’re going to work with is never going to be perfectly believable, and as such it’s really important that you understand how to properly color grade your footage to emphasize the day for night look.The biggest two issues I see with regards to color work on day for night footage are: Highlight levels and color balance. The highlight levels need to be brought down as far as possible (without going overboard) to take away from any harshness in the image that may have been caused by the sun. And the color balance also needs to be carefully adjusted (often times by desaturating, moving the midtones and highlights to a purple-blue color, and neutralizing the shadows). By doing so the final image looks far more believable and will have that extra bit of polish to it.Do your research and never skimp out during the color stage as this is where at least 50% of the magic happens!
Already under pressure to submit its report on its assessment of the possibility of reservation in jobs and education for the Maratha community, the Maharashtra State Backward Class Commission will now have to deal with the 1.9 lakh suggestions and objections. The eight-member panel is, officials said, is wondering how to go through them, given the deadline for submitting its report is November 15. It has already appointed officials, experts and think-tanks to complete collection of data and surveys, but the submissions from the public were unexpectedly numerous. Dinesh Waghmare, Secretary, Social Justice and Special Assistance Department, said, “We’ve asked them to hurry, but obviously the number of submissions is large. It will take time to determine how many of these are for and how many are against reservation for Marathas. The government is doing its best to assist the commission with the scrutiny.” Senior officials said a time-bound programme has already been submitted to the leaders of the community.
Does Google not have more to gain than anyone by Twitter, Facebook and others going belly up? Are they trying to kill the social media buzz? Another member of our team made the comment that he couldn’t even figure out how Google Buzz had made the connection to one of his personal blogs. When we drilled in, it wasn’t mentioned on his Google Profile and we finally figured out that Google connected the dots from his Google Analytics profile. I have a problem with a company connecting the dots like this and not telling us what other dots they are connecting or how our usage of their tools affects the greater good. In a recent blog post to learn how to get your company started with social media. Originally published Feb 15, 2010 8:30:00 AM, updated March 21 2013 97% of Google’s revenue comes from selling online advertising Download the free webinar Gmail has about 176 million accounts I will be upfront in saying this post is supposed to stimulate you to think about the monopoly known as Google. Webinar: How to Sell Social Media to Your Boss on the KeChange Internet Marketing blog, the question was asked if Buzz is just putting us this much closer to popping the social media bubble? With another social media site to keep up with, it is a good question because at some point we are all going to throw up our hands. Who wants to keep up with so many different profiles? I would answer this question with another: Would Google not love more than anyone for the social media bubble to pop? Before I go any further, let me just say to any marketer that Buzz doesn’t change the rules of the game. You still have to create fantastic content, promote it accordingly and have obvious compelling offers to be successful. At this point, Google probably knows more about you than the government does. Okay, so maybe this is just me and you aren’t so transparent on the Web, but let’s talk about ways they potentially gather data about your behavior. Google collects specific user behavior in ways including Gmail, Google Analytics, YouTube, AdWords, Google Search, Feedburner, and I really could go on for a while here. If you watch and Karen Rubin Chew on this for a minute… With people who “used” to visit your website now consuming your content not only through Google Reader but also now sharing and consuming it through Google Buzz, Google is collecting unprecedented amount of data on popular content. How do we know that this doesn’t affect search results? We know Google is starting to bend some of the traditional rules through personal search, but this potentially adds a whole new wrinkle to the equation. Not only that, but it would be a little challenging to conduct a test to see if this is even the case. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack by Brittney Bush , and with the introduction of Google Wave and now Buzz I think it is time for a quick update. Remember, Google is first and foremost an advertising company. Brian Whalley Is Google Killing Social Media Buzz? . If you read any of the Twitter news (Really, who can avoid it over the last year?), then you have probably heard how Google has tried to purchase Twitter on a few occasions. We talk a lot about social media and how real-time search is one of the next revolutions of the Web. It is currently Facebook and Twitter who are actually leading this revolution, not Google. It is hard to find updated accurate data, but it looks like about Google Buzz . Karen made the comment on Friday, “Google knows enough about me to make an exact clone!” She really isn’t that far off. Social media guru Chris Brogan explains how to demonstrate the value of social media marketing. Couldn’t they have come up with a better name? Their historical biggest rival Yahoo already has a We even had a lunch pow-wow last week with some of the marketing experts at HubSpot to discuss Buzz. I like to pretend that we have a few smart people floating around HubSpot, and even they didn’t fully understand the whole feature set. Only Google could introduce an application like this and provide NO guide on how to use it besides a two minute video! What is more shocking is this isn’t the first time that they have done it. Remember Google Wave anyone? Is this FriendFeed 2.0? The signal to noise ratio in that network was unbearable, and I only used it for the RSS feed of my lifestream across networks. They Claim ‘Do No Evil,’ But Google Is Still Scary! It was almost a year ago when I last wrote about . Some would argue that they are a media company, but that is simply a technicality. Yahoo Buzz! Miss Peacock In The Kitchen With A Knife you might recognize the name getting a grasp on Google Twitter has 75 million accounts HubSpot.TV Photo Credit:
! Watch the show in real-time at www.hubspot.tv in your tweets! On the show today is Mike Volpe (@ Marketing Takeaway: Facebook Plans to Stake Its Location Claim Next Month Episode #83 – March 12, 2010 Intro karenrubin Marketing Tip of the Week:Read the book Mailbag Be transparent with your customers! http://itunes.hubspot.tv/ #HubSpotTV . Author of Closing As always, all the old episodes are in iTunes: Open for business: the Google Apps Marketplace Wild Web Women have nominated Mike for “Social Media Man Crush” finalist. Please vote Special Guest, Emily Nagle Green mvolpe to learn how inbound marketing and PR can be combined for results. ) Want to learn more about how creating remarkable content can lead to PR coverage and lead generation? : When measuring “what” effort drove the lead, do I point to the person’s first point of entry into our website, or the closest point of entry when they filled out the lead. inbound.org . If you like the show, please leave a review! and think about what elements of your business are not yet connected. Jetblue Natasha Attal ) and Emily Nagle Green (@ How to interact on Twitter: Include hashtag Kristi Shoemaker from (Episode Length: 27 minutes, 34 seconds) Stalking via Facebook & Twitter Is Made Even EASIER http://bit.ly/aT7hlV Anywhere Download the free webinar “After agreeing to share your location information in your settings, a small location icon will appear next to each tweet’s byline. Clicking it will bring up Google Maps, displaying your location.” Marketing Takeaway: Yelp Still Battling Bad Reviews Webinar – PR 2.0 for Marketers: Why Social Media Participation Matters : Have u been following @ Two law firms, Beck & Lee from Miami and The Weston Firm in San Diego, have filed a class action lawsuit in Los Angeles federal court alleging unfair business practices by local business review and rating website operator Yelp. Marketing Takeaway: Headlines #JB10NY Emily Nagle Green is chartered with continuing Yankee Group’s leadership in navigating the global connectivity revolution as the president and CEO, where she also serves on the Board of Directors. ), Karen Rubin (@ “The Google Apps Marketplace allows Google Apps customers to easily discover, deploy and manage cloud applications that integrate with Google Apps.” “Facebook plans to add friend location information as soon as next month, reports The New York Times Bits blog today. Honestly, this news is so expected that the fact that it was reported using anonymous sources attributed as ‘several people briefed on the project’ only makes it a little more certain than it was before.” Google Opens the Google Apps Marketplace For Business Jetblue’s Twitter Scavenger Hunt to Celebrate their 10 Year Anniversary HubSpot TV will be LIVE in Las Vegas today, Friday, at 4:00 p.m. ET. Start building your presence on Four Square, Facebook & Twitter. Try to find interesting ways to incorporate it in your business Originally published Mar 19, 2010 2:30:00 PM, updated July 04 2013 Make it easy for people to find you. If you have an application, apply to put it in the Google Marketplace today. We’re doing HubSpot TV from Las Vegas on March 19! Forum Fodder Scavenger Hunt to win tickets? Smart promo: Anywhere: How Global Connectivity is Revolutionizing the Way We Do Business Yelp Hit With Class Action Lawsuit For Running An “Extortion Scheme” emilynaglegreen How Marketers Can Use Twitter’s New Locations Featurex Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Review Analytics From Past Blog Articles: . But what about using analytics strategically to achieve the goals A similar process can be applied to other metrics such as inbound links or page views. Additionally, if your goal is to, say, generate a lot of conversions on a CTA (for example, to promote that ebook you recently published), evaluate past blog articles and hone in on those that generated a high conversion rate. What can you learn? Marketing Analytics Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Mar 2, 2011 9:00:00 AM, updated October 20 2016 When you sit down to write a blog article, first think about what you’re trying to accomplish with that specific post. Sure, you ultimately want to engage your audience and provide useful information, but try to think more granularly. Is there a new feature in your products or services to which you’d like to draw attention? Did you just publish a new ebook that you want people to download? Before you start writing, think about the results you want to achieve with that article, and focus on those results. If you’re able to pick up on specific patterns, trends, similarities, and lessons you think would help achieve the goal of your blog article, apply them! Use the insight you’ve gleaned when crafting your new blog article, and see if it improves your article’s ability to generate the results you’re going for! Using Blog Analytics to Achieve an Article’s Goals brainstorming new ideas for blog topics How else have you used blog analytics to improve your company’s blog? Apply What You’ve Learned: Tip for HubSpot Customers: Using HubSpot’s 3. This is where the data comes in. Let’s say you want to write about an interesting industry topic, and you want to generate a lot discussion from your article. If your goal is to attract a lot of comments, look through your blog analytics and pinpoint articles that have generated a lot of comments in the past. Now compare them: Can you notice anything about these articles that helped contribute to a spike in comments? Maybe they were written in a certain style or presented the topic in a different way. Try to pick up on similarities or patterns. We already know that blog analytics can be helpful in evaluating the performance of your blog, both overall and in individual blog articles, as well as in 1. 2. of a particular blog article? , filter the data by clicking on a particular column (e.g. Click on the ‘Comments’ column to sort articles by the most — or fewest — comments.). Photo Credit: Kathryn Decker-Krauth Topics: Blog Analytics Define Your Goal: Strategic bloggers know how to effectively use their business blogs to achieve specific goals. Maybe they want to promote a program, get people to click on a call-to-action (CTA) for a particular offer, or perhaps raise awareness about a certain industry topic. Each blog article should be crafted in a way that helps the blogger to achieve a goal, and blog analytics can provide valuable insight to help accomplish that.
mark. Below is an infographic showing the top 10 countries for Google+ users, courtesy of the Marketing Takeaway created a graph to show the paces at which Google+, Facebook, and Twitter all hit 20 million users. Google+ is hot. We have been blogging about it a ton since its launch. This infant of a social network hit a major milestone today, Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Google Updates will soon launch and Games on Google+ to directly compete with Facebook. Google is said to plan to take a lower cut of gaming revenues than Facebook does, which could be a major blow to the social networking giant. passing the 20 million users Yes, Google has huge reach and an existing user base, but the rapid adoption of Google+ is still impressive. It seems that Google is making a major push in the social networking space. All Things D is reporting that Google Wall Street Journal Topics: Google+ is growing faster than expected. As a marketer, it is important that you sign up for the free service and understand the mechanics of how information is shared. Soon Google will be rolling out business profiles, which will be a completely new way for companies to leverage Google+. However, we have already started to see the impact Google+ is having on search engine optimization. Originally published Jul 22, 2011 3:30:00 PM, updated October 20 2016 Leon Håland To help put this user growth into perspective, .
Twitter Marketing Originally published Nov 28, 2011 7:30:00 PM, updated October 20 2016 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Many of you probably joined Twitter to market a business. While marketing may be your primary focus, the Twitter also emphasizes an element of personal branding you shouldn’t neglect. Have you optimized both your business and personal Twitter presence to enable people to learn more about you and your business?If you haven’t, keep reading. David Meerman Scott shares a set of elements you should optimize within your Twitter profile. Let’s look at the four major components of a Twitter profile for better optimization:1. Your Twitter Background The first component you can optimize is your Twitter background. As a Twitter user, you have the opportunity to upload a custom image or pick one of Twitter’s suggested templates. Don’t use the default. David’s Twitter background, for instance, is an image of an antique typewriter. “It’s like my personality,” says David.A customized Twitter background is great for conveying something about you or your brand’s personality. What is more, it makes you more unique, helping you stand out from the crowd of other Twitter users. Not sure how to go about creating a custom Twitter background? Check out our video tutorial.2. Your PhotographThe second element of a Twitter profile that you will need to optimize is your avatar. Again, don’t use the default “egg” image. That won’t help you differentiate you or your business from the rest.Many people use photos that don’t help Twitter users recognize their identity. There is either too much going on in the photo, or it has been taken from too far away. These types of images might be great at conveying your personality, but they aren’t necessarily optimized for branding. Instead, for personal profiles, you should consider using a headshot that clearly shows your face so you can be easily recognized in the Twittersphere. For business accounts, use an image that portrays your company logo or brand.3. Your Twitter BioYour bio is the third thing you should optimize on your Twitter profile. It’s easy to just put a laundry list of stuff in there to define you or your brand, says David. But why not come up with a full sentence that describes you or your business? Also, make sure you include a link to your website or blog, where visitors can go to learn more about who you are and what you do. 4. Your TweetsDon’t forget to also optimize each of your tweets. Always share valuable content and use action-oriented language. As we have discussed previously, verbs are the part of speech that generates the most shares on Twitter. Post regularly — even over the weekend. We have found that Saturdays and Sundays perform well in terms of engaging people through tweets.Make sure your updates also include links to landing pages, a technique that will enable you to generate leads from Twitter. In this way, your social media efforts will directly impact lead generation.What are some practices that you have leveraged to optimize your Twitter presence, both for personal and business use? Topics:
Community managers are becoming an increasingly important role for all types of businesses, and we’re seeing the role appear everywhere from tech startups to major corporate brands. Most commonly, community managers are responsible for engaging current and potential customers via social media and growing vibrant, enthusiastic communities around their products and services. Some community managers even facilitate conversations in private online forums, work with internal company intranets, and act as customer support.Community managers must strike a balance. Externally, community managers are the voices of their brands in social media, serving as social media strategists, customer service managers, content creators, product managers, and evangelists. Internally, they are the voice of their communities at their own companies. Community managers bring the conversations they have with community members to the forefront of marketing, customer service, and product discussions, epitomizing the value and function of a social business.Because community manager jobs vary at each company, there is no one magic bullet to make a community management program work. But with more and more community manager jobs showing up every day, here are some tips for new or aspiring community managers or those who think they could benefit from a community management function in their marketing department.1. Fish Where the Fish AreWhen it comes to social media, it’s very easy to get caught up in tactics. It’s important to establish and monitor your presence on Facebook, Twitter, LinkedIn, Google+, and YouTube, but for goodness’ sake, you’re only human! Prioritize based on what drives the most ROI. Whether that’s blogs, tweetups, in-person conferences, or new social media platforms, spend your time where your community spends theirs.2. Identify and Delegate to Your Power UsersIdentify your most engaged community members and top influencers, and leverage their voice by offering them guest blog spots, curating their own content in a news round-up, re-sharing it in some other capacity, or offering them a position as a community moderator in your forum.3. …But Don’t Play Favorites Too MuchLoyal community members are great resources; they are the first people to provide feedback, share your content, refer you to others, and even stick up for you. But make sure to keep an even playing field for new, quieter community members. Each new commenter, forum member, tweeter, and group member matters. Challenge yourself and get a unique perspective by engaging with them, too. It’s your job to build a community, not a clique of power users who make your job easy and build resentment among other members.4. Say “I’m Sorry.”Community managers are typically the ones running Twitter and Facebook accounts and will also be the ones responding to complaints. That means you have to learn how to say you’re sorry. Not, “I’m sorry for any inconvenience this may have caused.” That’s total baloney. If your service isn’t working and a community member is angry enough to go ranting about it on Twitter, you’ve definitely caused an inconvenience. Speak in first person with genuine emotion like you would to someone in real life.5. Stay Calm and Maintain PerspectiveIt’s natural to get frustrated or stressed out on busy days when responding to complaints online or answering a lot of questions. Breathe. It’s just the internet.Plus, your biggest critics can turn into your biggest fans if you successfully and swiftly resolve their problems. Those that take the time to offer negative feedback will also often take the time to be your advocate.6. …But Remember the 2% RuleThe 2% rule states, ever so scientifically, that there’s always going to be a chunk of naysayers in any group. No matter what you do, these people are just going to be, well, jerks. For an easy example, go take a look at the comments section of a blog or news site. There’s always a handful of people that are irrational and not really looking to contribute to productive discussion. You can do your best to turn these negative people, but don’t beat yourself up over it and let a few bad apples spoil the bunch.7. Anticipate Common Questions and Know Your Product Inside and OutAnswering questions about your product or service through social media or email will probably be a major part of your job. Be prepared ahead of time. This is especially important if you work in a regulated industry in which you may need your tweets or Facebook communication to have prior approval. Go over common questions with your product or support team to make sure you have your answers (including your 140-character ones) accurate. You can also create FAQs and step-by-step guides to link to, which will cut down on hand holding time and repeat questions.8. Don’t Forget About EmailEmail may seem old-school compared to sexier tools like social media, but remember, every single social media user has an email address! Email is the glue that makes social media stick, and if you offer helpful content with an email newsletter or product digest, it can be a great way to keep community members engaged.9. Engage OfflineEven with the ability to have global, online communities, community building starts at home. Use meetups to connect with your local audience. These events can inspire evangelists who will vouch for you as they get to know you better as a local company, and as they get to know you face-to-face. Those people are most certainly connected to a larger, global network through social media. This is where your first network of power users can stem from.10. Your Social Media Accounts Are No Longer Your Own, But Your Time IsAs the face of your brand online, people will inevitably identify you as the community manager for that company. The number of Twitter followers you have may grow, and you may begin to get more Facebook and LinkedIn requests from people you don’t personally know from real life. Even if you put “Tweets are my own” in your Twitter bio, people see your thoughts aligned with your company.Be who you are and represent yourself online as someone you are proud of. Have a rant you really really really want to post? We’ve all been there. But remember that we tend to regret the rants we do post on social media, not the things we don’t.Maintaining a healthy personal and professional balance is tricky, but take control of your experience on social media and don’t stop enjoying it. Use Twitter lists, Facebook lists and filters. Own your privacy, your time, your news feed, and your personal network.Are you a community manager, or have you hired one for your marketing team? What benefits has your company seen since the introduction of the role?Image credit: khalidalbaih Topics: Social Media Marketers Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Dec 26, 2011 3:00:00 PM, updated February 01 2017
Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack These days, inbound marketers have to crank out content like never before. Between blog posts, ebooks, webinars, videos, podcasts, and more, it’s hard to keep fresh topics on the horizon. So how can you make it easier to produce remarkable content at such a fast pace? Let me introduce you to your new sidekick, the editorial calendar.So, you have a pretty good sense of the audience you’re targeting and what kind of content you will most likely need to create to drive sales and happy customers. (Wait — you don’t? Read this first.) The next step is to create an editorial calendar that lays out when and where to share that content. An editorial calendar is like a roadmap for content creation, showing you what kind of content to create, what topics to cover, which personas to target, and how often to publish to best support your inbound marketing strategy.Here are 7 simple steps to set up your own editorial calendar:1. Choose a template. Create a Google calendar or a spreadsheet to record your editorial plans. You should plan at least three months in advance, but it’s even better if you can develop a plan for the next six months — or even an entire year.2. Decide on your goals. Work backwards from your marketing goals to guide your plan. Look at how much traffic, how many leads, and how many customers you are aiming to generate each month. Analyze your previous marketing efforts to determine how many pieces of content you will typically need to reach those goals. For example, say in the past you produced 1 ebook and wrote 15 blog articles in a month, which generated X visits and X leads. If you’d like to double the amount of traffic and leads you generate in a given month, it might be safe to assume you’ll need to produce 2 ebooks and 30 blog articles next month. The trick is to experiment, and over time, you’ll be able to notice patterns that will help you determine how much content you need to create (and how much promotional muscle you’ll need to put in) to meet your goals.3. Schedule your content. Fill in the dates on your calendar with specific publishing tasks, such as updating your blog or social networks daily, posting new videos or podcasts each week, publishing an ebook or hosting a webinar each month, and so on. For each date, list the topic, the title of the piece, and the targeted persona. The goal is to create a good mix of content types, topics, and personas to make sure you’re covering all your segments.4. Write down the focal points. Note the SEO keywords, the stage of the buying cycle, the call-to-action, or other inbound marketing goals that each piece of content must address.5. Mark other significant events. Make note of important dates or external events that are good hooks for specific topics or types of content. For example, retailers could highlight major holidays such as Christmas, Halloween, or Mother’s Day and plan content that fits with the seasonal theme. B2B marketers could note important industry trade shows they plan to attend, and schedule blog updates, recaps, or videos generated at the event.6. Find opportunities to repurpose content. For example, the publication of a new whitepaper/ebook or research report could generate several weeks’ worth of blog posts that each share details or small nuggets of data from the complete report. (Like this blog post does!) Or the transcript from that webinar you produced could get translated into an ebook.7. Organize by content type. Create separate tabs in your editorial calendar document for each kind of content you publish, such as blog posts, webinars, ebooks, videos, etc. That way, you can make sure you’re publishing enough of each kind of content, and spreading that content appropriately among your targeted personas and stages of the buying cycle.By the end of this process, you’ll find that you’ve filled up most of your calendar with detailed plans for content. No more coming to work in the morning wondering what you’re going to publish to maintain your inbound marketing goals!And don’t worry — if there are a few holes, that’s okay. You want the flexibility to capitalize on news or hot topics as they arise over the course of the year. For those weeks when you can’t find the inspiration for, say, another blog post, calling up your calendar will give you a great visual reminder of what you’ve covered already and what you’re planning to cover next week or next month, so you can at least narrow down your options.So what are you waiting for? Start filling up that calendar with great content, and get publishing!This post is an adapted excerpt from our free ebook, A Practical Guide to Killer Marketing Content. To learn more about keeping those great content ideas flowing, download the free ebook here! Originally published Jan 30, 2012 12:00:00 PM, updated July 03 2013